AIAYU
Summary
In order to create a close relationship to
its customers, stores shouldn’t underes-
timate the importance of the brands that
the store carries; authentic quality brands
with great, trustworthy stories that can be
passed on to customers. That’s the philoso-
phy behind AIAYU – a Danish brand that
combines fashion with sustainability – and
has done so years before it became fashion-
able. AIAYU was established 12 years ago
and started out as a part of a Danida pro-
ject in Bolivia in which local women made
hand-knitted products from wool from lo-
cal llamas.
- When consumers buy our products, for ex-
ample our hand-knitted toilet purse signed
with the knitter’s initials, the product be-
comes very personal. It becomes clear to
the consumers that there’s a person be-
hind the product. The end consumer from
the western world gets a personal item for
Artikel | article
her home, an accessory or a piece of cloth- tified factory, which guarantees proper
traditions and contributed to a better econ- factory complies with 12 principles related
ing while feeling great about having done a
good deed. She has helped support old craft
omy in the local communities. Consumers
become more attached to products like
that as opposed to traditional off-the-shelf
items and fast fashion. We like that idea,
says partner and CEO Maria Møgelberg
Glæsel, who joined AIAYU in 2011.
The products are divided into three lines;
Fashion, Home and Loungewear.
- In terms of age, we have a relatively wide
appeal. We are more focused on lifestyle
and a beautiful, timeless look that really
defines AIAYU. We always focus on the aes-
thetic, on comfort, quality and design that
lasts and usually carries an extra function-
ality or a special, creative detail, says Maria
Møgelberg Glæsel.
All of AIAYU’s cotton products are GOTS-
certified and produced on a SA8000-cer-
84 | ISSUE NO 01 JAN./FEB. 2018 | MODEBRANCHEN.
working conditions. In Bolivia, the factory
is WRAP certified, which ensures that the
to working conditions as well.
In addition, AIAYU is a member of Global
Compact.
- AIAYU also produces design that com-
petes with other aesthetic fashion and
home fashion products in the market. But
AIAYU is more than that. It’s something ex-
tra. And you can buy AIAYU products with
a clear conscience. And when you do that,
you automatically appreciate the products
you buy even more, Maria Møgelberg Glæ-
sel concludes.
The Autumn 2018 collection is available to
see by appointment in AIAYU’s showroom
on Dampfærgevej 2, Copenhagen Ø, while
Summer 2018 is presented in the store on
St. Strandstræde 12, Copenhagen K.